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• 91% of Singaporean consumers surveyed use multiple messaging services every day, triggered by rich features and lower cost.
• 97% of Singaporean Smartphone users still use and rely on SMS as a messaging service.
• 67% state a dependency on IM / OTT services today, as well as 69% saying they still need SMS
• 85% are interested in an operator rich messaging service such as ‘joyn™’, if packaged at the right price.

New research from Acision, a leader in global mobile messaging, today reveals that of those surveyed almost all smartphone users (95%) in Singapore today utilise multiple messaging services, including SMS, MMS and IM/Over-the-top (OTT) applications, with most of those users (91%) stating they use multiple messaging services at least once each day.

This huge adoption of new IM and OTT messaging services is a clear indication that consumers not only crave richer messaging solutions to fulfil all their messaging needs, but also demonstrates again the fragmentation in the messaging market today.

However, when presented with information about the GSMA’s Rich Communication Service (RCS), branded ‘joyn™’that is being rolled out by carriers globally, an overwhelming majority of those surveyed (85%), stated a strong interest in a single, unified messaging service, if packaged at the right price. This positive response to GSMA’s joyn™’ initiative represents a big opportunity for carriers to quickly deliver a ubiquitous, richer messaging experience that combines SMS, MMS, IM, social messaging, group chat, media file and video sharing, on a single platform.

Commenting on the research findings, Michael Frausing, Senior Vice President and General Manager of Acision Asia Pacific, stated: “The messaging habits of these Smartphone users combined with their interest in ‘joyn’, highlights a distinct opportunity for operators throughout the region. The chance to fast-track the deployment of a seamless rich messaging experience that works globally across all messaging communities, devices and networks is truly compelling for their customers. Today there is no single messaging service which does this. Combine this rich operator led messaging service with the analytics of user data and intelligence drawn from their networks, and operators can provide additional value to their subscribers underpinned by their own messaging platform to drive greater service monetisation and incremental revenue.”

Other key findings from the research demonstrate that of those surveyed:

• Singaporeans use OTT messaging services over SMS include because (top three reasons):
o The ability send a message to more than one person or a group (a rich messaging feature) 54%
o Cost (perception these services are free) 54%
o The ability to share files, images and videos (a rich messaging feature) 51%

• Singaporeans would use SMS instead of an OTT messaging service because (top three reasons):
o Delivery of important messages 48%
o Reliability 46%
o Delivery of business / work related messages 41%

• Reliability (40%) and reach (32%) are the two main reasons which put Singaporeans’ surveyed off using OTT messaging services at certain times.

• Not being able to share files images and video (43%) and cost (40%), are the two main reasons that put Singaporeans’ surveyed off using SMS at certain times.

These factors illustrate the main reasons for using one messaging service over another and highlights that consumers have a combination of requirements across service quality, rich messaging features and cost; which can only be met through multiple service messaging.

Mike continued: “Acision’s second edition of its annual research confirms that while OTT messaging service usage is today meeting usage levels of SMS, particularly in the Singaporean market, SMS is still regarded as a reliable service by consumers when it comes to making sure critical messages are securely delivered. This uptake in multiple consumer messaging platforms through various devices is a global phenomenon, which is not only captured in our research but across other analyst and industry data sources. Tech-savvy consumers now want something ‘extra’ which can only be achieved by using multiple services concurrently. With these new trends rapidly emerging in the market, the technology is ready now for operators to launch a single consolidated messaging platform today. A service that delivers a seamless messaging experience for users and that allows them to take back control of this messaging revolution.”

Jorgen Nilsson, Chief Executive at Acision stated,“If operators act now by launching their own rich messaging or RCS services, they can carve out a service experience which combines all consumer elements and improves user satisfaction, stickiness and incremental revenue generation through new service add-ons. Acision is poised to play a leading industry role in accelerating the delivery of rich, IP messaging services, and ensuring operators can provide a superior seamless experience for all.”

“Acision’s consolidated messaging platform, combines current capabilities with future technology, to provide a fully transparent communications service which is quick and easy to deploy, interoperates across all platforms and enables carriers to deliver on the promise of reaching “anyone, anywhere, on any device,” concluded Nilsson.

Researchers at Informa Telecoms and Media forecast that global mobile messaging revenues could grow to $195.9 billion by 2016, with messaging traffic from these new services likely to double over the next three years. Acision (acision.com) offers a solid portfolio of products and services to help operators adapt to the shifting messaging market and launch new game-changing services.

Acision Research
Conducted by Vanson Bourne in April 2013, the research is Acision’s second comprehensive study on the Singapore mobile messaging landscape. It is based on interviews with 500 Smartphone users in Singapore.

About Vanson Bourne
Vanson Bourne, a specialist research-led consultancy, carries out user research within a technology context. The company interviews senior decision makers from a variety of functions, across a whole range of industries, in organisations from the smallest to the largest, in markets around the globe. Vanson Bourne’s clients range from start-ups to well-known companies that need expert guidance, delivering robust and credible research-based analysis.

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